Updated 2026
Getting a new partner on board is a big win, but signing the partnership agreement is really just the beginning. Now you need to give that partner the tools and resources to successfully introduce your product or service to their customers.
Enter: Co-branded content!
From ready-to-send emails and onboarding materials to webinars and event collateral, co-branded content helps your partners promote your solution without having to create everything themselves. It also helps you maintain consistent messaging while giving partners materials that feel relevant to their own audiences.
But what should you create? And, how can you make sure your partners actually use it?
Here are four types of co-branded content worth including in your partner marketing toolkit.
What is co-branded marketing content?
Co-branded marketing content refers to collaborative promotional material created by two or more brands, combining their identities, messages, and resources to reach a shared audience. In most transactional relationships, the entity that sells the product, solution, or service creates the co-branded content for use by their partners and/or customers.
How can I make sure my partners use co-branded content?
The secret to ensuring your content gets used boils down to making it easy. Whether copy-and-paste materials, printable PDFs or customizable templates, it should be simple to use. Read on as we explore four areas of co-branded content that will help you get and stay sticky with your partners.
1. Co-branded implementation materials
Your partner has introduced your product or service to their customers. Great! Now it’s time to make sure those customers know what to do with it.
Co-branded onboarding and implementation materials can make that process easier for everyone involved. Your partners don’t have to figure out how to explain your solution from scratch, and their customers get the information they need to get started.
A few useful materials to consider:
- How-to guides. Think account setup instructions, quick-start guides, product overviews, short tutorial videos, and information about where to get help when something goes wrong.
- Awareness materials. Help your partners spread the word that your product or service is available to their customers. Ready-to-send emails, landing pages, printable posters, digital signage, and other promotional materials can all help get the message out.
- Support for administrators. Don’t forget about the people managing things behind the scenes. FAQs, troubleshooting guides, and best practices can help administrators answer questions and support customers without having to come to you for every little thing.
The easier you make it for partners to introduce and support your solution, the better the experience for their customers. And that’s a pretty good way to start a long-term partnership.
2. Make marketing easier with co-branded templates
Your partners have their own businesses to run, and creating marketing materials to promote your product probably isn’t at the top of their to-do list. That’s where templates come in handy.
Giving partners ready-to-use materials like email templates, social media posts, landing pages, and one-sheets makes it much easier for them to spread the word. They can add their own branding, make a few tweaks to fit their audience, and they’re ready to go.
Templates also give you a little more control over how your product or service is presented. You can keep the messaging and design consistent while still giving partners the flexibility to make the content their own.
The less work your partners have to do to promote your solution, the more likely they are to actually do it.
3. Engage through co-branded webinars and training
Co-branded webinars and training sessions are great ways to help your partners connect with their customers. They’re also an opportunity for both businesses to share their expertise and reach audiences they might not otherwise reach. A win-win!
Whether you’re hosting a live webinar, recording a product demo, or creating an on-demand training session, there are several materials that can help make it a success:
- Customized landing page. Create a co-branded landing page where people can register for the event or access on-demand training. Include both brands, a clear description of what attendees will learn, and an easy way to sign up.
- Promotional graphics. Give your partners ready-to-use graphics for social media, emails, and websites that highlight the topic, speakers, and event details.
- Presentation slides. Create a co-branded slide deck with helpful visuals, key talking points, and interactive elements to keep attendees engaged.
- Coordinated email campaign. Plan a series of emails to promote the event, remind people to attend, and share the recording afterward. Providing ready-to-send copy makes it easier for your partners to promote it to their customers.
- Post-webinar follow-up. Keep the conversation going with a thank-you email, a short survey, or additional resources related to the topic.
Giving your partners the materials to promote, host, and follow up on a webinar or training session takes some work off their plates. And it gives them another opportunity to provide something valuable to their customers.
4. Show up with co-branded event materials
Don’t forget about in-person events! Whether your partner is attending a big industry conference, hosting a customer appreciation event, or putting on a local workshop, there are plenty of opportunities to get your brand in front of their audience.
And you don’t have to be there in person to have a presence. Give your partners co-branded materials they can use to promote your product or service alongside their own.
A few ideas include:
- Signage and banners featuring both brands for booths, presentations, and other event spaces.
- Flyers and brochures that introduce your product or service and explain how customers can benefit.
- Co-branded swag like tote bags, coffee mugs, or other giveaways people might actually use.
- Event landing pages where attendees can learn more about your partnership or sign up for additional information.
- Digital materials like social media graphics and email templates to help partners promote the event before and after.
With the right materials, your partners can introduce your business to potential customers, even when you’re not in the room. Plus, it gives them one less thing to worry about when planning their event.
Need a hand with your co-branded content?
Creating co-branded content takes time, especially when you’re juggling multiple partners, audiences, and campaigns. And while you don’t need to create everything at once, you do need materials your partners will actually use.
At Content Matterz, we help businesses plan, write, and design content that supports their partner marketing efforts. Whether you’re building a partner program from scratch or need an extra set of hands to keep up with content demands, we’re here to help.